The Alamo Bowl, which signed a title sponsorship with Valero earlier this month, has now announced a partnership with El Grado Spirits which sees El Grado Tequila named as its official tequila.

The Texas-based El Grado Tequila produces three premium tequilas, and was launched across Texas this month along with rollouts in California, Arizona and Ohio and other states planned for 2010.

• Valero continues title sponsorship of Alamo Bowl

"The partnership is the perfect fit for El Grado Tequila" said El Grado Spirits co-founder Ben Gonzales to Sponsorship News. "As a Texas brand, we are very excited about being a part of the events here in San Antonio."

Derrick Fox, chief executive of the Valero Alamo Bowl, added: "The partnership is a win-win for the Valero Alamo Bowl and El Grado Tequila. We are looking forward to helping brand and market their product and I know our club level patrons will appreciate the premium hospitality at the El Grado Tequila Club.

"With the Valero Alamo Bowl's long history of bringing premium athletic events to the city and their diverse calendar of annual events whose demographics match ours, it only seems fitting that El Grado Tequila provide an ultra premium product as part of their experience."